A Midland bakery has gone into administration with the immediate loss of 35 workers and putting more than 400 further jobs at risk.
Black Country-based Firkin Bakeries, one of the most established businesses in the region, blamed strong competition from supermarkets.
The 130-year-old firm has 53 stores across the Midlands. Administrators were brought in by directors yesterday and a review is being carried out.
Thirty five employees were immediately made redundant to reduce business costs.
The firm said it wants to protect the other 443 jobs and will still trade while a buyer is sought to continue running the business.